One step I go through in my decidedly non-pro mastering process is
manually locating the most out-sticking peaks in the audio and
manually damping them a tad. On my old G4, the coincidentally-named
Peak is great for this, and Audacity does the trick on my other
machines.
I zoom the audio's display so I can see individual ... what do you
call one instance of a waveform? I mean, one trip from zero to one
direction, back thru zero, to the other direction, and back to zero.
(That's a bad description. Maybe a bad attempt at type-based graphics
will help.)
I zoom in until I can see /\/\/\_/\ level of detail. That's where
you can really see the peak as only a few bumps that need smooshing.
ANYWAY, I repeat the above until the post-normalization signal has the
average volume I want.
(You probably know this already. If so, forgive the kludgey way I
described it.)